New high-performance apparel moves up a gear
The new collection of cycling and running apparel from ashmei has cemented the UK brand’s reputation as a producer of some of the world’s best quality activewear – and ashmei has done so with the help of AWI and Australian Merino wool.
Luxuriously soft to pull on, ashmei’s new range of Woolmark-certified garments for men and women will keep you cool, dry and comfortable whatever the temperature – before, during and after exercise. Pictured is the Women's Classic Merino Cycle Jersey being put to the test in the Italian Alps.
The new collection of cycling and running apparel from ashmei has cemented the UK brand’s reputation as a producer of some of the world’s best quality activewear – and ashmei has done so with the help of AWI and Australian Merino wool.
Activewear brand ashmei was founded in 2012 and from its very beginnings has always been known not only for its stylish designs but also for its innovative Merino wool fabrics that provide the ultimate technical performance.
The brand’s new range for men and women includes short sleeve cycle jerseys, bib shorts, winter tights, long sleeve base-layers and T-shirts, arm warmers, neck gaiters and socks. The garments have been certified by AWI’s subsidiary The Woolmark Company, providing assurance to customers that they have been rigorously tested for quality.
The new apparel is made from a Merino + Carbon fabric which enhances Merino wool’s proficiency for regulating body temperature. The fabric technology is not a treatment; rather it uses active carbon particles embedded within the fibre to increase the capture and release of moisture vapour before it turns to sweat, doubling the drying speed of the Merino wool to keep the wearer especially comfortable.
The carbon particles are permanently embedded, meaning long-lasting performance. They also enhance Merino wool’s natural odour resistance properties.
“For our apparel development, using the fibre combinations that offer the greatest performance benefits with the smallest environmental impact is key, and Merino wool provides this and more,” said ashmei Managing Director, Elliot Welland.
“Partnering with Woolmark ensures our products achieve the highest performance and quality standards. As a brand that has believed in the benefits and innovations of wool and wool blends since its inception, we are delighted to see that the innovation of the last decade is making wool a mainstay for performance sportwear.”
AWI CEO Stuart McCullough said he is delighted to see Merino wool play a major role in the development of ashmei cycling and running apparel.
“We have collaborated with ashmei on several initiatives during recent years and have always been impressed by the brand’s commitment to quality and innovation,” Stuart said.
“Utilising the natural benefits of Australian Merino wool, this new collection of Woolmark-certified products from ashmei are great examples of high-performance apparel that provide consumers with both comfort and style. The garments are beautifully made and are not only suitable for wearing during intense exercise, but also perfect for relaxing and socialising in after a bike ride or run, thereby meeting the growing consumer demand for versatile performance apparel.”
More information: www.ashmei.com
This article appeared in the March 2021 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged, however prior permission must be obtained from the Editor.
